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Regardless of who handles perception monitoring among target audience members, it’s crucial to be on alert for misconceptions, inaccuracies, false assumptions, untruths and, especially, unfounded rumors.

The reason is, perception data you gather will form basis of your public relations goal, which can be quite direct such as fix that inaccuracy, correct that untruth, or clarify that misconception.

At this point, you need a strategy to tell you how you’re going to achieve that goal. Where matters of perception and opinion are concerned, there are really just three strategy choices: create perception where there isn’t any, change existing opinion/perception, or reinforce it. But try to size your strategy choice to fit your new public relations goal.

Now, if you’re to actually alter hurtful perceptions among members of your target audience, you need to prepare a message that is not only compelling in its presentation, but completely believable. And it must be crystal clear, factual and persuasive if it is to move opinion in your direction and lead to those behaviors you desire.

Now, when it comes to communication tactics to carry your message to eyes and ears of your target audience, you’re in luck. There are dozens of tactics available to do job for you. Everything from speeches, newsletters and brochures to emails, open houses and customer briefings. But keep in mind that you must insure that tactics you choose have a good record for reaching people just like members of your target audience.

To show management that progress towards your goal is actually happening, you will have to duplicate earlier perception monitoring interaction among target audience members. This time, however, you and your PR people will be watching carefully for signs that offending perception is being altered, AND in your direction.

Happily, there’s one more option open to you – you can speed up process by adding more communications tactics to mix, AND increasing their frequencies.

Best part about this particular blueprint is that it will help you ramp up your public relations effort in a way that let’s you pursue behavior changes you really need if you are to achieve your unit’s operating objectives.

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Bob Kelly counsels, writes and speaks to managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior,and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com